How to Choose Creators for a B2B SaaS Campaign

TL;DR: Choose B2B creators on audience fit and past performance, not follower count. Start from your ICP, define 3 to 5 creator profiles, then vet each creator against them. The best picks are creators whose audience would buy your product without the creator.

What makes a creator a good fit for B2B software?

A good fit has an audience that matches your ICP, publishes in a format that can show the product, and has run sponsored content that performed.

How do you vet a creator?

1. Check who comments and engages, not just the follower count.
2. Look at past sponsored posts and how they were received.
3. Check that the creator actually uses tools like yours.
4. Ask for audience data where the platform provides it.

Which questions should you ask a creator?

• Who is your audience by role and company size?
• Which sponsored posts worked best for you and why?
• Can we use the content in paid ads?
• How do you prefer to show a product?

Related: what B2B creator campaigns cost and the complete guide.